Framing an argument with the right terminology is critical to making any case effectively. Sometimes such framing is to clarify understanding, while in others it is rhetorical and persuasive. Politics is a particular example of the latter. Since at least 1984 when Duane Webster first developed and wrote "Organizational Projections for Envisioning Research Library Futures," we have been struggling as much with the terminology as with the work of transforming libraries. "The intent of these organizational projections is to suggest alternative library futures in order to assess competing possibilities for research libraries in the next decade."